Page 715 - Proceedings Collega2023

EXPLORING THE PALATE: ACCEPTANCE AND IMPACT OF
FUSION FOOD AT MALAY CULTURAL EVENTS IN MALAYSIA

1
Muhammad Hafizi ZAMRI
Amandus Paul PANAN 2
Mohd Kamil ZULKEPELI 3
4
Siti Zulaikha ZULKIFLI
Universiti Teknologi MARA, Malaysia
1 muhamm9811@uitm.edu.my
2 amandus@uitm.edu.my
3 kamilzulkepeli@uitm.edu.my
4 eykaleyka98@gmail.com

ABSTRACT
This conceptual paper investigates the purposeful integration of fusion cuisine within traditional
Malay cultural events in Malaysia. The study aims to understand its acceptance and impact through a
comprehensive literature review and analysis. The paper explores the rationale behind incorporating
fusion food, revealing the motivations and cultural dynamics that drive this culinary fusion. Employing a
qualitative research approach involving participant observations, interviews, and content analysis, the
paper delves into the methods and strategies used to introduce fusion dishes while maintaining the
essence of tradition. The projected results anticipate a nuanced understanding of how fusion cuisine
enriches participants' event experiences, leading to a more engaging and diverse cultural narrative. The
potential implications of the findings include insights for event organizers and culinary enthusiasts, as well
as a deeper appreciation on culinary innovation that can harmoniously coexist with cultural heritage. By
illuminating the interplay between culinary innovation and cultural heritage, this paper determines that
the strategic incorporation of fusion cuisine enhances the dynamism and relevance of Malay cultural
events within Malaysia's diverse socio-cultural milieu.

Keywords: fusion cuisine, cultural events, acceptance, impact, culinary innovation, cultural heritage

Introduction

Food and beverage consumption habits of today's tourists have been shifting in parallel with
changing consumption habits, rapidly developing technologies, globalization, and consumers' pursuit for
innovation (N. Turker, 2022). Gunkel (2016) describes this “ability

to have multiple and different meanings in various contexts” as “the polysemy of food” and defines
food as “a system of communication, a type of language through which we express identities and
relationships, including gender, sexuality, ethnicity, nationality, festivity, and sacrality”. Therefore, culinary
fusion has become an integral aspect of contemporary global gastronomy, transcending borders and

International Conference on Local Wisdom of the Malay Archipelago (COLLEGA 2023) Page - 702 -